I’m always annoyed when I open Waze on iOS or Android and there’s a persistent widget asking if I’d like to listen to Spotify within the app while navigating. I’ve never said yes.
Now that experience is coming to … Facebook.
In a way, this makes perfect sense for Facebook (and Spotify). Facebook is looking for more engrossing engagement from younger demographics but current efforts have proven unsuccessful. Having Spotify “built in” to Facebook presumably would encourage more of that while young people doom scroll to Post Malone or Ariana Grande.
This also makes sense for Spotify as it continues to position itself as the ever-present soundtrack of our lives with its own engrossing soundtracks and clever attraction-marketing that engenders constant interaction with the service (whether in a standalone app, website, desktop app, widget, or through other services).
While many of us may turn our nose up to this sort of thing, it will be very successful for both Facebook and Spotify (especially podcasts)… however, I just don’t think it’ll get the young people to spend more time on Facebook these days.
“Facebook announced last week an expanded partnership with streaming music service Spotify that would bring a new way to listen to music or podcasts directly within Facebook’s app, which it called Project Boombox. Today, the companies are rolling out this integration via a new “miniplayer” experience that will allow Facebook users to stream from Spotify through the Facebook app on iOS or Android. The feature will be available to both free Spotify users and Premium subscribers.”